Wattsmart
Brand Refresh and Strategy,
Multi-channel Campaigns
Energy AND Environment
The challenge
When PacifiCorp needed to enhance the reach and perception of its Wattsmart programs, 3/Thirds took on the task of creating a robust outreach and communication strategy. Our challenge was to ensure that both businesses and residential customers fully grasped and utilized the diverse energy-saving opportunities available to them. Simultaneously, we aimed to reinforce the reputation of Rocky Mountain Power and Pacific Power as dependable partners invested in their customers’ energy-saving journeys.
What we noticed
Our analysis found that while the Wattsmart program was rich in incentives and tools designed to save energy costs, many customers remained unaware or unengaged. We noticed a gap in customer connection with the program’s offerings, partly due to fragmented messaging and a lack of cohesive storytelling across platforms.
We aimed to bridge this gap by delivering a coherent storytelling approach, emphasizing the tangible benefits of participation.
What we delivered
To address these challenges, we executed a comprehensive suite of strategic initiatives:
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Brand Strategy & Refresh: Crafted a new brand framework built around the theme of “Choices,” emphasizing customer empowerment.
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Digital & Print Campaigns: Developed assets including display ads, videos, and social media content, driving awareness and engagement.
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Video Narratives: Produced in-depth video case studies highlighting savings and efficiencies achieved by businesses large and small.
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Messaging & Personas: Created personas and targeted messaging to ensure consistent communication to diverse customer segments.
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Additional Deliverables: Brand Refresh, Style Guide, Media Planning, Photography, Media Planning, Analytics and Reporting, Handouts/Fliers
Impact
Through the new “Choices” strategy and the collaborative campaigns, PacifiCorp’s Wattsmart programs saw significant improvements in engagement and brand perception.
The integrated approach delivered over 15 million impressions, underscoring a targeted and effective reach across key markets. The campaign achieved a click-through rate of 0.76% overall, surpassing industry benchmarks and highlighting its effectiveness. Specifically, the campaign’s digital display ads in Oregon achieved a CTR of 0.73%, and social media engagements doubled typical expectations with a CTR of 1.23%. Additionally, across OTT platforms in Oregon and Utah, videos witnessed an exceptional completion rate of 97%.
Overall, these results illustrate the campaign’s success in enhancing brand recognition and building positive sentiment, with Wattsmart becoming synonymous with trusted energy-saving solutions for both businesses and residential customers.